n Campaign: Mile Sur Mera Tumharan Agency: Ogilvy
Why the campaign rocks:
“Mile sur mera tumhara” is a line that resonates far beyond the realm of music. Directed by Kailash Surendranath, this six-minute melodious song was the finest lyrical tribute to India.
Released on India’s Independence Day, 1988, the campaign became an unofficial anthem celebrating the nation’s diversity. The moving strains of Raag Bhairavi provided the perfect backdrop for this visual symphony.
The brainchild of the Lok Seva Sanchar Parishad, the campaign found capable partners in Doordarshan and the information ministry. Ogilvy saw Suresh Mullick, their creative director, champion the idea of using music as an allegory for national integration. He opted for subtelty, avoiding overt patriotic pronouncements. Pandit Vinod Sharma and Piyush Pandey took the concept further, crafting the lyrics through collaborative evenings.
This multilingual masterpiece ensured that every Indian could connect with the message. It serves as a reminder that unity doesn’t necessitate uniformity.